B2B

The benefit of Travel Pajamas

The 3 rules of advertising are benefit, benefit, benefit

When you want to increase sales of a product, the most important thing to do is determine the benefit. What is the product going to do for the customer? Most product copy focuses on the attributes, product specifications, what it does, what it’s made of, where it was manufactured. I can tell you what a pair of microfiber travel pajamas are made of, that they are lightweight, wrinkle resistant, antimicrobial, where they were made and what colors they come in. That doesn’t sell the product unless a customer already has it in their head that they need a pair of microfiber travel pajamas.

What is the benefit?

The benefit of travel pajamas is that you aren’t naked. Seriously. We changed the lede on a copy block for microfiber travel pajamas from “Lightweight and easy to pack”, to “It only took one midnight fire drill to convince us to always pack pajamas.” Sales when through the roof.

Ask the right question

When you try to come up with benefits rather than attributes, ask the simple question of “How does this make their life better?” It’s a great way to refocus the mind.

All the best,

Sarah Fletcher

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